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JOB SUMMARY:
To raise the profile of our clients Kenya strategic Gin brands to their targeted audience and provide rational reassurance to brand marketing in all East Africa
PRIMARY RESPONSIBILITIES:
Brand Education:
- PR sales force ensuring comprehensive understanding of the categories, brands’ specificities and key differentiating qualities
- Conducting tastings / education for groups of target consumers, opinion leaders, creative and PR agencies and media houses
- Increasing share of mind for Gin brands among PR employees and key brand stakeholders
- Conduct tastings and mentoring sessions for Bartenders and Bar managers on the Gin Hub portfolio
- Pair with influential partners to offer new and exciting mentoring sessions for the market
Business and Brand Development:
- Recruit and convert Key influencers and target consumers to the brand through trial and brand education.
- Nurturing business to consumer and business to business contacts building loyalty, advocacy and sales through regular provision of best practices
- Optimize visibility and identify opportunities (e.g. in-store communication) for the brand in the off-trade; assist sales team with store merchandising, incorporating POS materials etc.
- Maintain top of mind presence with Key brand stakeholders – Key accounts, PRK Sales, PRK Official distributors
- Actively push listings of Beefeater, Inverroche, Malfy and Monkey 47
- Engage with all RTM teams to assist in tackling GMA issues in Kenya
- Assist heavily with regional PVA plan
- Work with Trade Development team as a key asset to visibility and listing drive pan-Kenya
- Work on own initiative to seek out new business opportunities in the market
Digital / PR Support:
- Identifying PR opportunities suitable for Gin Hub brands in line with their communication platform
- Ensuring media coverage through brand ambassador presence
- Actively self-promote on Instagram and twitter to display position of Gin connoisseur and social individual – in line with brand identities
- Build social and professional network to be seen as a key individual in the alcohol industry/social scene
Brand Advocacy:
- Developing relationships with key media, industry, distributor, trade partners that can play a key role in building brand reputation, volume movement, listing drives, event attendance
- Exploring opportunities within the Gin target audience in the market
- Exploring the market for existing and new opportunities to increase share of mind and share of throat with a clear focus on enhancing brand image and equity
- Explore results of consumer insights and implement brand activations based on findings
Expansion of the Business in East Africa:
- Organizing events and tastings in East African markets to drive sales and awareness of the Gin Portfolio
- Mentoring key customers and influencers on taste and brand identity
- Implementing Top of Mind practice for Pernod Ricard Gin portfolio amongst affiliates
- Assisting East Africa teams in terms of drinks strategy, product/brand information, tastings, listing, overall business and brand development
Reporting to Affiliate and Brand Owner:
- Reporting Gin Hub brands and competition monthly activities with recommendation and best practices on a monthly and timely basis – Brand Owner & Affiliate
- Weekly calendar and status report – Affiliate
- Being the eye and the ear of the market by analyzing trade/consumer insights – Brand Owner and Affiliate
- Following price analysis and sales performances and offering recommendations to affiliate – Affiliate
- Tentative Monthly Brand Ambassador calendar to be shared with Brand Manager and Head of Commercial at end of previous month – Affiliate
- Alignment of key objectives and KPIs with Brand Manager and Head of Commercial
- Timely reporting of Brand Ambassador activities as and when requested
- Clear monitoring of stock usage for mentoring sessions and activations
KEY REQUIREMENTS:
- Bachelor’s Degree in a relevant discipline
- Sales and Marketing professional qualifications will be an added advantage
- Three (3) years’ work experience in a Sales and Marketing dynamic environment/Hospitality experience managing premium On Trade outlets
- A dynamic, entrepreneurial and enthusiastic ‘can do’ attitude
- A flair to present with passion – demonstrating on target messaging and brings messaging to life through positioning a compelling story to engage audiences
- A self-confident, outgoing individual who actively enjoys building strong relationships Working collaboratively with peers to achieve results together – a team player
- A self-starter who takes initiative to make things happen
- Respects the company and the brands positioning, key messaging and ways of working
- Commitment to deliver quality executions on time – is reliable and hardworking
- A passion for the bar scene and mixology, and therefore can inspire and connect with the bar community
- Maturity and professionalism – strikes an appropriate balance between leveraging conviviality and representing the brands and company in an appropriate manner
- A responsible attitude and approach towards alcohol
- Strong social networking skills
- Strong numeracy skills
- Interest in bars/mixology
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